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Our Shopping Experience is Changing

Our Shopping Experience is Changing

iModerate Author

Mar 21, 2011

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With today’s increasingly mobile world, consumers are relying on smartphones for more than just calling a friend or emailing a co-worker. People are using their phones while they shop, forever changing the shopping experience.

We recently conducted a study with Boston research firm Chadwick Martin Bailey about smartphone usage while shopping. The study of over 1,400 consumers shows that over half are using their smartphones to enhance their shopping experiences. Other highlights of the research include:

• 70% of iPhone owners use their device while shopping, highest among smartphone manufacturers

• Nearly two-thirds of people use their smartphones while shopping to compare prices

• Women are more likely to use their smartphone to find discounts, while men are more likely to check online reviews.

Qualitatively, consumers added some telling commentary:

“I’ve used it to compare prices at other stores or to see if I can get a better deal online…If the price difference is big enough, I’ll go to another store or delay my purchase.” –Female, age 25-29

“I was able to shop with more confidence knowing that I was getting a fair price.”
– Female, age 40-44

According to our friends at Chadwick Martin Bailey, the implications for marketers, retailers and manufacturers is that they must develop strategies to either combat or embrace this evolution. The option to sit idly by and not be proactive is not really an option at all. These key stakeholders must be prepared to face the new way consumers are using their smartphones to be more proactive and efficient in the way they shop.

You can download the full report here

iModerate Author

iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA